PICKUP Coffee launches first ‘prime’ store in Cebu

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Exclusive offerings available at Prime establishments include the Americano Orange Sunrise, Americano Affogato Swirl, Mango Coco Milk, and Golden Buttercream Latte

CEBU, Philippines – Philippine on-the-go coffee chain PICKUP Coffee officially launched its first Prime branch in Cebu City on Friday, June 20.

Founded in 2022, PICKUP Coffee’s central mission has been to provide fast, delicious, and affordable beverages to the everyday caffeine-lover with an emphasis on mobility. 

For its 400th store, the company introduced PICKUP Prime, a coffee shop concept designed to provide consumers with a dedicated space for connecting and access to an exclusive PICKUP menu.

“We are expanding not just in number but in ambition, finding new and meaningful ways to bring the PICKUP Coffee experience to more communities around the country,” PICKUP Coffee country chief executive officer Francis Flores said during the launch.

COMMUNITY. Besides pastries, customers can find new merchandise from PICKUP Coffee in the prime branch at SM Seaside City.

UPlift, UPscale

Bien Lee, PICKUP Coffee chief brand officer, said that the company wanted to accommodate communities which were looking for something different from their usual “grab-and-go” branches.

“We wanted to make a special space for the PICKUP Coffee community to meet, connect, and of course, enjoy and elevate their PICKUP experience,” Lee said.

The Prime branch at SM Seaside City features self-ordering kiosks, locally sourced pastries from Cebu-based patisserie LK Bakery, and an exclusive beverage menu that changes every month.

KIOSK. The first PICKUP Coffee Prime branch has self-order kiosks for quick in-and-out coffee purchases.

Apart from their regular drinks, customers can order Prime exclusive creations like Americano Orange Sunrise, Americano Affogato Swirl, Mango Coco Milk, and Golden Buttercream Latte among others.

The store also showcases unique art displays from Filipino artists Dondi Fernandez and Jesse Camacho.

For PICKUP Coffee co-founder Jaime Fernandez, going for a store setup that is unlike their signature branches is not “uncharted territory.”

“We found that the best way to deliver on our vision was to be small-format and close to our customers. Now, we found that not everybody wants that all the time,” Fernandez said.

According to Fernandez, some consumers in Cebu prefer a store experience that not only caters to their “Monday-to-Friday” schedules but also their weekends schedules, which he described is “when people sit down and connect.”

“We now have enough critical mass to understand our customers. We have 400 stores…so that gives us enough data to know where demand is and what our customers want, so I would say it’s no longer uncharted territories,” the co-founder added. – Rappler.com